European retailers seek AI ad-label exemption
Amazon, H&M, Inditex and Ikea are pushing Brussels to narrow deepfake rules before AI labeling obligations begin.
2 verified stories covering Deepfake, product updates and industry developments.
Amazon, H&M, Inditex and Ikea are pushing Brussels to narrow deepfake rules before AI labeling obligations begin.
As generative AI capabilities grow, researchers and lawmakers are pushing invisible watermarking and transparency rules to trace deepfakes, with Arizona advancing a bill and the EU's AI Act set to take effect in August 2026.